Finding players who actually stay
A multi-market gaming influencer campaign built to reach players with a genuine interest in naval strategy, historical gaming and tactical gameplay.
1,200+
Qualified Downloads
134%
Campaign Target Achieved
170%
Engagement Goal Achieved
110+
Creators Activated
25%
Estimated Player Retention
The challenge
More reach wasn't enough.
Awareness is cheap. Qualified players are not.
Expanding World of Warships across Europe and Asia meant finding more than a bigger audience. The goal was to reach players genuinely interested in naval strategy, military history and tactical gameplay, making player quality and long-term engagement more important than download volume alone.
Large creator campaigns can generate awareness quickly, but reach alone doesn't guarantee the right users. For a game built around strategy, progression and long-term play, Miela needed to connect World of Warships with communities already likely to appreciate what made the game different.
Our approach
Built around the right audience
Every campaign starts with one simple question: who are we really trying to reach?
Instead of beginning with the biggest creators available, Miela first defined the audience most likely to connect with World of Warships. That audience profile then guided creator selection, platforms, content and regional execution. This audience-first approach is central to Miela's Human Insight Marketing methodology.
Creators are briefed by cohort, not by follower count.
Audience Intelligence
Understand the interests and behaviours behind the ideal World of Warships player.
Right Creators
Choose creators whose communities already connect with strategy, history and tactical gaming.
Localized Content
Let creators speak naturally to their communities while keeping campaign goals clear.
Performance Optimization
Track acquisition, engagement and retention to guide better decisions.
The right creators
Relevance beat popularity
More than 110 creators were activated across the campaign. Selection wasn't based on follower count alone. Miela considered audience demographics, content fit, engagement quality, geographic relevance and previous performance when deciding who made sense for the campaign.
Creators with communities already interested in strategy games, naval history, military content and tactical gameplay gave World of Warships a more natural way into the conversation.
We report qualified players, not installs.
The results
The right audience made the difference
The campaign generated 1,200+ qualified downloads across multiple markets through 110+ creators, reaching 134% of the campaign target and 170% of the engagement target.
The results supported the audience-first approach: creator communities interested in strategy, history and tactical gaming were a better fit for World of Warships than broad reach.
More importantly, acquisition and retention moved together, showing the campaign wasn't simply generating installs. It was attracting people with a genuine interest in the game.
Key Outcome
25% Estimated Player Retention
Players didn't just download the game and move on. The reported 25% 30-day retention suggests the campaign reached people with stronger potential for continued engagement and long-term player value.
Content strategy
Different platforms had different jobs
YouTube
Explain the Game
Long-form gameplay, tutorials and deeper content helped potential players understand the strategy and depth behind World of Warships.
Twitch
Experience It Live
Streams gave audiences a more natural look at gameplay while letting creators interact directly with their communities.
Get People Interested
Short-form visual content helped introduce the game, reach new audiences and create broader discovery across social platforms.
X
Keep the Conversation Moving
Community discussion and supporting content helped extend campaign activity beyond individual creator posts.
Human Insight Marketing
Data finds the patterns. People make the call.
Technology helped Miela analyse audiences, discover potential creators and follow campaign performance at scale. Human experience provided the context needed to decide which creators, communities and content actually made sense for World of Warships.
That combination shaped the campaign from audience research through creator selection and performance optimization.
Attribution shows where players dropped. The community tells you why.
What we learned
Better fit creates better growth
The World of Warships campaign reinforced a simple principle: influencer marketing works better when creator selection starts with the audience rather than the size of the creator.
Understanding who was most likely to enjoy the game made it easier to choose creators, shape content and measure the campaign against outcomes that mattered beyond initial reach.
That principle now informs Miela's broader Human Insight Marketing approach across gaming and other creator-led campaigns.
Your turn
Looking for the right players?
Whether you're launching a game or entering a new market, we'll help you find the right creators and communities.